HubSpot performs heavy lifting for PTminder customer advocacy 

An inbound marketing strategy was implemented using HubSpot. Three months after deploying HubSpot and the inbound marketing plan, PTminder’s traffic increased by 25% overall.

PTminder’s bottom of the funnel content performed well, particularly customer stories. However, the process of generating these customer stories was manual, time-consuming and unreliable. 

Every month Rick would send Concentrate a spreadsheet of customers that gave PTminder a 5-star Net Promoter Score (NPS). We would then individually email each customer to request an interview, but the response rate was both low and slow. 

By the time a response was received and followed up, the interview was scheduled and completed, copy was written, approved and published -we were looking at an average of a 30-day turnaround on one customer success story. 

We challenged ourselves to do better and with HubSpot, we knew we could.

Customer Insights, Active List and Filters

We first looked at customers we thought were advocates of PTminder. We established that the contacts we were reaching out to weren’t at the right stage in their journey to be considered an advocate. We needed more insight into the customer - not just the NPS score they gave PTminder. So, we created an active list of customers in HubSpot with filters based on properties such as their level of activity within the app, number of clients and how long they’ve been a customer.

Automation and Personalisation

Another friction point was the time it took to arrange and conduct an interview. Personal Trainers are time-poor and PTminder’s customer base is global, adding to the difficulty of securing an interview. 

With that in mind, we developed a workflow to automate and personalise communication with potential advocates. Once a contact meets the criteria to enter the advocacy list, they trigger the workflow that then sends a personalised email on behalf of Callum. 

The email recognises the customer’s loyalty, provides value and motivators and then directs them to a landing page with a form that includes the same questions they would have been asked in an interview. We also added an option to upload images, which saved us time looking for stock images or scraping their social channels for images. This gives advocates the opportunity to provide their story at a time that suits them. 

A successful combination of personalisation, automation and customer insight all powered by HubSpot.

We saw results almost instantly - we received 5 submissions in the span of 10 days as compared to our traditional approach which would have taken approximately 5-6 months to receive the same number of submissions. We now see a 93% increase in responses from customer advocates every month.

Callum explains, “We’ve gained massive efficiencies from using HubSpot workflows and emails to gather user generated content. From our side of it, we’re no longer spending hours every month pulling together a spreadsheet of customers for Concentrate to contact.” By utilising HubSpot, we’re able to apply fresh thinking and innovate methods to power PTminder's flywheel.